dressing on brand for conferences and networking

When it comes to branding, do you think about how your wardrobe fits?

Now I’m not talking about polo shirts with the name of your organization embroidered on it that employees wear at a trade show. Nor am I talking about a cheap t-shirt with a cheesy tag line. I’m talking about your every day fashion choices.

“Personal style says so much about who you are. What you wear can entice different things from within you.”

- Elaine Welteroth, former Editor-in-Chief Teen Vogue

If you (or a key, senior staffer) is a crucial part of your organization’s brand, wardrobe matters. Think of Steve Jobs and his black turtleneck, Levi’s jeans, and gray New Balance sneakers. (Learn how a splurge on a quality item birthed his signature style.)

“Fashion you can buy, but style you possess. The key to style is learning who you are, which takes years. There’s no how-to road map to style. It’s about self expression and, above all, attitude.”

- Iris Apfel, businesswoman, interior designer, and fashion icon

A wardrobe that complements your branding doesn’t mean you need to throw everything out and start anew. With some creativity, you can create continuity with little to no new pieces. Here are three ways to create a traveling capsule wardrobe: borrow (or rent) pieces; accessorize; or splurge.

BORROW (OR RENT).

Just getting started with a wardrobe that’s on brand and unsure where to start? Or, want to spend some money, but don’t want to commit? Consider LeTote or Rent the Runway.

LeTote was a great way for me to try out styles (and sizes) right after I had my daughter. (I’d always been a fan of 1950s paper doll silhouettes and right after giving birth that silhouette no longer fit.) If I loved a piece, I could purchase it. I still have many items I purchased there: jewelry, purses, totes, skirts, sweaters, and shirts. I love how I can dress up or down their separates.

ACCESSORIZE.

Have an idea of your style but not already dressing to complement your branding? Or, don’t have a lot to spend? Choose accessories, like purses, jewelry, hosiery, shoes, or scarves, in your primary brand color. Be consistent, and it’ll be memorable.

In 2013 my primary brand color was red. However, at the time, I had little red in my closet. (I had a gorgeous cotton, red polka dot sun dress, but that wasn’t going to work for Salt Lake City in the winter.) So I purchased multiple pairs of red tights. At a conference, I had people come up to me and say they’d been talking to someone who said they had to connect with the girl in red tights–me.

As I expanded my wardrobe, I accented with red (or pink) at different conferences for consistency. I carried a red tote or a red velvet box purse. I wore vintage red Mary Jane pumps or red tights. I chose a red bead necklace, a pair of red and black earrings, or a vintage pink and white wooden bead necklace.

SPLURGE.

Ready to commit to a signature wardrobe? Opt for quality over quantity.

If you travel a lot, having a jacket or wrap in one of your primary brand colors is a good way to stand out. I have a vintage, red velvet, trapeze raincoat and used to have a fitted, red wool, jacket for cooler weather. Not many people opt for red outer wear so it was an easy way to stand out in a crowd.

“What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language.”

- Miuccia Prada

check for fit.

Make sure the items you wear fit. They shouldn’t bunch or hang off your shoulders. (Unless it’s part of the design, the seams of shirts, sweaters, and jackets should sit on your shoulder bone.) If you love an item, but it doesn’t fit, invest in alterations.

maintain.

Keep your items in good repair. Fix any hanging threads, holes, tears, or missing buttons. A less expensive item that’s clean and impeccably fitted makes a more positive impression than a threadbare, more expensive item.

“You gotta have style. It helps you get down the stairs. It helps you get up in the morning. It’s a way of life. Without it, you’re nobody.”

- Diana Vreeland

BONUS TIP: MATCH YOUR AVATAR’S CLOTHING.

Want to be really memorable when you network in real life? Choose an outfit similar to one you wore for your avatar photo or in your last (or most popular) video.